123 Washington Listing Presentation

Johnny Lal
Licensed Real Estate Salesperson
646.209.2029 | jlal@citihabitats.com
President’s Council Elite 2012 & 2013
Diamond Circle 2013

Rosalie Alario
732.232.4012 | ralario@citihabitats.com

CITI HABITATS
Local Expertise.
Skillful Marketing.
Exceptional Service and Dedication.

25 Years
in the business

Over
$40M Sold

Over 150
Transactions
every year

1 Unique Agent
for your real estate needs

in 2013

Specializing in downtown
neighborhoods south of 34th Street
Greenwich Village, East Village, West Village, TriBeCa,
Chelsea, SoHo, Nolita, Gramercy, Financial District

Owned and operated by NRT LLC.

citihabitats.com

CITI HABITATS

AT A GLANCE

600+
agents

20
years

Since we opened our doors in 1994,
Citi Habitats has grown into one of the
leading real estate firms in New York City.

40,000
new homes
In the past five years alone, we’ve helped
more than 40,000 clients find a new home.
As a result, we have the largest database of
potential buyers and renters in the city.

We tap into the power of our agent network
giving your property impactful exposure and
direct access to successful agents.

NEWS

1,000
unique press

mentions

Our in-house Public Relations team is
devoted to garnering positive and meaningful
publicity for our properties, agents, and the
company as a whole.

8 locations

With neighborhood offices throughout Manhattan,
our firm offers a boutique feel coupled with a vast pool of resources.


citihabitats.com

CITI HABITATS

OUR EXPERTISE. YOUR EXPOSURE.
We have the experience, network and personal approach to help you through
every step of the sales process. We’ll work with you from start to finish to help
you successfully sell your property with the greatest efficiency at the maximum
price. Our extensive knowledge of the industry and attentive approach to client
relationships have helped us stand out as leaders in New York City real estate.

from

industry-leading

40,000

1.2MM

2010-2013

website

new yorkers

unique visitors

found homes through

per year

citi habitats

citihabitats.com

We Are Connected
In the past three years alone, we have helped over 40,000 New Yorkers find new homes. Our agents have extensive
lists of qualified leads and have spent years building longstanding relationships with many of their clients.

We Have a Leading Website
Our website is one of the most heavily trafficked in the industry with over 1.2 million unique visitors a year and an
increasingly popular mobile site.

We Get You More Exposure
Our best-in-class marketing and public relations teams generate maximum market exposure for our agents and
your property. We’ll also use direct mail and email marketing to promote your property to your building, neighborhood and our vast network of contacts, including the entire brokerage community.

We Have a History in New York City
Our extensive network of offices is strategically laid out across Manhattan. Each neighborhood office operates as a
specialized boutique. You get the best of both worlds: personalized service and attention to detail, coupled with the
vast resources and technology of a large organization.


citihabitats.com

CITI HABITATS

BE WHERE THE MASSES ARE SEARCHING
We are always striving to provide you with superior personal service and
maximum exposure of your listing. We understand the market and will
guide you through the process of listing your property across many channels.
We’ll also place your listing on our highly trafficked website and feature
it on a combination of the sites seen here.

WE GET MORE PRESS THAN MOST
We’re mentioned in over 1,000 unique media articles annually.

Our agents and corporate
team are regularly featured
as experts and leaders in
media such as:


Our exclusive listings and
closed deals get mentioned
in media outlets such as:

citihabitats.com

CITI HABITATS

WE’RE YOUR EYES AND EARS ON THE REAL ESTATE MARKET
This is your chance to leverage our extensive access to real estate information.
Sales Market Reports
We publish quarterly and monthly reports giving snapshots of New York real estate sales. These reports help us
appropriately price your apartment, an essential step in
the early stages of marketing your property. We have the
most comprehensive market data available and are the
ultimate resource on emerging market trends.

Selling Your Home

ly Market
Manhattan Month

CITI HABITATS

Snapshot

February 2013

ntial
Manhattan Reside

As we enter the beginning co-op sales increased compared
to this time last year.
last year due to
up 22% compared
condo and
to last month and
in February. Both
and co-op sales were
sales were up 16%
prices declined compared supply. Condo inventory is 29%
February and condo
while average co-op
continues to outstrip
highs in February
Robust sales activity
prices reached new
for smaller co-ops.
this time last year.
increased sales activity
is 26% lower than
lower and co-op inventory
Average sale
highs this month.
established new record
8% from February
price per square foot
square foot was up
price and average
February 2012
average price per
Condominium average year by 31% to over $2.4MM and
and 45% higher that
contributed
than January 2013
Central Park views
price increased year-over- foot. Median price was 11% higher
condominiums with
pricing achieve
square
of Midtown’s prime
2012 at $1,589 per
helped condo average of last year. If
signed at a number
nt sales activity also
than February
at $1.675MM. Contracts increases. Luxury new developme
and was 16% higher
l price
31% from last month
quarters yet.
to these substantia
activity increased
the strongest first
Sales
of
is on pace to be one
the new price records.
First Quarter 2013
these trends continue,

Market Snapsho
Condominium

Condominiums
Average Sale Price
Median Sale Price

Square Foot
Average Price per
Market
Average Days on
Ask to Sale
Discount from Last
Listed Inventory
1
Signed
Number of Contracts

t

Prior Month
Current Month
January 2013
February 2013
$1,752,162
$2,414,605
$1,507,500
$1,675,000
$1,330
$1,589
133
151
-2.9%
-3.5%
2,558
2,512
374
490

% Change

Prior Year
February 2012

% Change

+31%

4,300

4,899

5,750

$1,250

2,013

2,422

2,633

$1,875

2,255

3,500

$1,899

2,729

$2,133

3,100

$1,775

ts

February 2013

$1,812

$1,867

2.14%
1.47%

Midtown East
Midtown West
Morningside Heights
Murray Hill

1.88%
1.17%

Gramercy

1.29%

4,150

Midtown East
Midtown West

1.26%

3,738

4,658

Murray Hill

5,599

2,198

2,933

3,600

Soho/Tribeca
Upper East Side

0.86%

4,238

$2,042

2,529

3,550

4,795

Upper West Side

3,686

5,795

7,484

$1,845

Lower East Side

East Village

2,374

3,287

5,233
6,117

Average: February
Difference

Soho/Tribeca
Upper East Side

$1,855

2,592

$2,400

3,221

4,623

5,223

$1,173

1,591

1,973

3,537

4,536

6,328

$1,986

2,754

3,867

4,949

$2,023

2,715

3,879

4,962

-2%

1%

0%

1.33%
1.50%
1.11%
1.76%

West Village
Average: March

1.46%
1.40%
0.06

2,300

$2,417

Upper West Side
Park
Wall Street/Battery

3,999

% Change

February 2012

Vacancy Rate

Dist.

BPC / Financial

$2,500

Harlem

3BR

4,282

6,518
5,643
4,023

5,306

2,668

3,457

2

7,032

3,119

2.5

8,240

3,619

$1,986

Walkup***

$3,077

$2,292

Elevator**

VACANCY
MANHATTAN RENTAL

2013

$2,604

w/ DM*

Doorman

8%

ONS WITH A
% OF TRANSACTI
2013
CONCESSION MARCH

0%

AVERAGES: March
OVERALL BLENDED
2BR
Studio 1BR
ion
BLDG Classificat
New Development

Signed Contrac
Condominium

RATE: March 2013

Chelsea

Average: February

+16%

421

+31%

6,071

3,611

3,460

West Village
Average: March

-29%

3,531

-2%

3BR

4,895

2,792

$2,198

Gramercy/Flatiron

N/A

-5.5%

N/A

2BR

3,233

$1,908

East Village

-30%

214

+13%

1BR

$2,520

Chelsea

+8%

$1,473

+20%

Location

Studio

Location

+45%

$1,157,500

+11%

AVERAGE VACANCY

2013
SUMMARY: March

Washington Heights

$1,845,149

+38%

AVERAGE RENT

CITI HABITATS

Rental Market Report

March 2013

ly
picked up significant
MARKETWIDE SUMMARY strong Spring season, market-wide sales activitySales typically increase in
last year.
of the typically
to last month and
Average condo

4,898

1.25%

1.5

1.16%

0.89%

1.20%

1.01%

1.19%

RATES: March 2013

1.46%
1.36% 1.40%
1.33% 1.39% 1.38% 1.37%

1
0.5
0
Mar

Apr

May

June

July

Aug

Sept

Oct

Nov

Dec

Jan

Feb Mar/13

$2,050

Owned and operated

by NRT LLC.

Median

$3,150

West Village

Washington Height

$1,500 $3,395
$2,650 $3,300
$5,095 $2,246
$2,395 $2,475
$3,095 $2,948
$2,000 $2,500
$2,698 $3,300
of loft rentals compared
a significant number

in the downtown
**Elevator averages
built after 2006.
and condo buildings
and townhouse rentals.
include all rental
include brownstone
*New Developments
***Walkup averages
to other neighborhoods.

Owned and operated

Wall Street/BPC

2,000

Upper West Side

3,000

Upper East Side

4,000

1,000
0

|1
citihabitats.com

SoHo/Tribeca

3+
+3%

Murray Hill

2
-5%

Midtown West

5,000

1
+10%

Midtown East

+16%

Lower East Side

Studio

Harlem

$550

2013
SUMMARY: March

6,000

$1,015

$800

% Change

Gramercy/Flatiron

$1,050

Bedroom Type

MEDIAN RENT

$1,255
$1,137

East Village

$1,300

$1,177

Chelsea

Foot
Price per Square

$1,550

Morningside Heights

$1,415 $1,344

$1,800

neighborhoods include

citihabitats.com

by NRT LLC.

THE PRICE THAT’S RIGHT
It’s important to appropriately evaluate your property to optimize buyer interest.
We work with you to carefully price your listing in accordance with your
expectations and our knowledge of the market.
We’ll help you determine the highest possible asking price for your property at the onset, and we’ll be there
throughout the process to help you reposition the price if necessary. Our agents are experts in pricing and will
provide all of the guidance you’ll need in order to stay competitive in the market.

optimize
buyer
interest


$

ensure
seller
fulfillment

citihabitats.com

CITI HABITATS

WE’LL HELP YOUR HOME PUT ITS BEST FOOT FORWARD
We want to help you cast the best light possible on your property. All of our
exclusive listings are photographed by professionals who are experts in lighting and
photo composition. We’ll also give you all the insider information we’ve gleaned
from our many years in the business. So you’ll be equipped with the specifics of
how to best present your apartment and leave viewers wanting to see more.

You’ll never get a second chance to make a first impression.
The Difference Is in the Details—5 tips
good lighting
is key.

keep shelves and
spaces clean.

so get crazy
and turn all
the lights on.

buyers like to
picture their
knick-knacks in
your nooks.

divide the space.

be a space magician.

crack a window.

use mirrors to
create the illusion
of more space.

fresh air promotes
good decisions.

make it easy
for potential
buyers to snoop.

repaint the
room from your
neon phase.

it’s not just
women who like
shiny things.

repair cabinetry,
and fix the
fixtures.

try flat white
walls and eggshell
white ceilings.

polish
floors, mirrors
and fixtures.

rooms sell.

Small Investments Yield Big Results—5 tips
get out
your toolkit.
no one will
want to buy a
broken home.


a new
shower curtain
never hurt
anybody.

citihabitats.com

CITI HABITATS

WE UNDERSTAND BUYERS
Experience has shown that superior real estate marketing requires a proven
strategic plan and the ability to target buyers successfully.
We have nurtured relationships with every kind of buyer from first-time purchasers to foreign investors. As a
member of the Real Estate Board of New York (REBNY), we adhere to the “24-Hour Rule,” and disseminate all of
our exclusive listings to the 200 firms in REBNY within 24 hours. Your property will be seen by 8,500 sales professionals throughout the entire city, so you’ll be seen by the most serious and qualified buyers.

Within

24

8,500

hours

will have viewed your property

sales professionals

EFFECTIVE PROPERTY MARKETING
We have a long history of building lasting relationships with clients and potential
buyers. Direct mail and email marketing ensures your property receives robust
attention from the brokerage community and our vast network of contacts.
We design professional show sheets, newsletters, and mailings customized
with photos and information that is important to buyers.

SIGNAGE

Show Sheets

Signage

Email Marketing

552 Central Park West
Upper West Side
web id:
123456
maintenance:
$1,183
financing:
90% allowed
size:
2br / 1 ba
552 Central Park
apartment features
Feature 1
Feature 2
Feature 3

West

Feature 4
Feature 5
Feature 6

Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Pellentesque auctor accumsan tincidunt. Vestibulum erat
tellus, dignissim id ornare quis, tempor sit amet ante.
Nunc augue ut tortor consequat ut ultricies lorem
vulputate. Integer augue elit, varius eu tempor nec,
ultricies vitae velit.t tortor consequat ut ultricies lorem
ultricies vitae velit.t tortor consequat ut ultricies lorem
ultricies vitae velit. Integer augue elit, varius eu tempor
nec, ultricies vitae velit. Integer augue elit, varius eu
tempor nec, ultricies vitae velit.t tortor consequat ut
ultricies lorem vulputate.

asking price:

$2,000,000

For further information please
contact Exclusive Agent:

GARY MALIN
President
212.685.7777
gmalin@citihabitats.com

All material herein is intended for information purposes only and has been compiled from sources deemed reliable. Though information is believed to be correct, it is presented subject to errors, omissions, changes or withdrawal without notice.
Citi Habitats is a licensed real estate broker. Owned and operated by NRT LLC.

CITI HABITATS & AMMIRATI


BRAND IDENTITY R01

APRIL 11, 2012

18

citihabitats.com

Get To Know Us
The Johnny Lal Team

JOHNNY LAL

rosalie Alario

T 212.685.7777
M 646.209.2029
F 212.614.8501
jlal@citihabitats.com
2012 President’s Council

T 212.685.7777
M 732.232.4012
F 212.674.8501
ralario@citihabitats.com



“Real estate is a numbers game,” says Licensed Real Estate Salesperson Mohan “Johnny” Lal. “You have to look at
a number of apartments to find the ones that match the client’s wants and needs, and, inversely, you have to have
a lot of clients to close regularly if you are going to make this your profession. I enjoy working with my network of
landlords and listings in addition to helping my clients and their referrals—so the numbers add up for me.”
The Johnny Lal Team has consistently been one of the top sales and rental teams at Citi Habitats since he joined
the company almost twenty years ago. They have specialized in sales and rentals in the Relocation division and
impressively completes over 125 transactions per year. In one month alone, Johnny and team closed an outstanding
total of 35 deals. Additionally, Johnny has closed over 3,500 sales and rental transactions in his tenure with the
company. His accomplishments have given inspiration to all who know him, and his straightforward, honest, clientfocused approach proves to be a winning formula to success.
The numbers don’t lie. “We don’t give up if we don’t find the right place for a client on the first showing,” says
Johnny, “We just keep on working harder until they are happy.” His team keeps in touch with everyone that has
rented through them long after they have moved in. Johnny also emails his entire client base market updates and
calls them throughout the year to follow up with them. This personalized attention has earned him countless
referrals which now account for more than eighty percent of his total business. Most recently Johnny helped a
family find their dream home, an $8.2 million dollar loft in TriBeCa. It is a testament to his ability to build lasting
relationships, as these same clients first rented a home from Johnny, and then returned to him when it was time to
buy.
Rosalie Alario’s fast rise to success in real estate came from her hard work and determination to please her clients.
Often asked if she ever takes time off, Rosalie is the most diligent and dedicated broker you will find. Rosalie states,
“There is nothing more satisfying than the happiness of a client who has just found their dream home.”
With their efforts focused on properties south of 34th Street, predominantly in The Villages, SoHo, TriBeCa,
Chelsea, Nolita, Financial District, Lower East Side Gramercy Park and Murray Hill, the Johnny Lal Team has
developed an intimate knowledge of the City’s trendiest neighborhoods. After working for nearly 20 years in these
areas, and showing roughly 300 apartments per month, Johnny and his team have also cultivated extremely trusted
relationships with many of downtown’s largest and most exclusive landlords. As a result of this, they have been
able to offer clients superb listings, up-to-the-minute information, and insight in some of most highly sought after
locations in Manhattan.
The Johnny Lal Team also works with many international clients—Johnny is fluent in Hindi, Punjabi and Urdu and
Rosalie is fluent in Spanish.


citihabitats.com

Get To Know Us

THE JOHNNY LAL TEAM’S RECENTLY SOLD PROPERTIES
400 East 54th Street, Upper East Side

Condo

2 Bed / 1.5 Bath

301 West 110th Street, Upper West Side

Condo

2 Bed / 1 Bath

80 Riverside Boulevard, Upper West Side

Condo

3 Bed / 3 Bath

125 West 21st Street, Chelsea

Condo

1 Bed / 1.5 Bath

88 Greenwich Street, Downtown

Condo

2 Bed / 1 Bath

507 12th Street, Greenwich Village

Townhouse

1 Bed / 1 Bath

75 Wall Street, Financial District

Condo

2 Bed / 2 Bath


Condo

1 Bed / 2 Bath

88 Greenwich Street, Financial District

Condo

Studio / 1 Bath

99 John Street, Financial District

Condo

1 Bed / 1 Bath


Condo

Studio / 1 Bath

225 Fifth Avenue, Flatiron District

Condo

2 Bed / 2 Bath

7 East 14th Street, Flatiron District

Co-op

Studio / 1 Bath

280 Park Avenue South, Gramercy Park

Condo

2 Bed / 2 Bath

184 Thompson Street, Greenwich Village

Condo

1 Bed / 1 Bath

25 West 13th Street, Greenwich Village

Co-op

Studio / 1 Bath


Co-op

1 Bed / 1 Bath


Co-op

Studio / 1 Bath


Co-op

Studio / 1 Bath


Co-op

1 Bed / 1 Bath


Co-op

Studio / 1 Bath


Co-op

1 Bed / 1 Bath


Co-op

Studio / 1 Bath


Co-op

1 Bed / 1 Bath

250 Mercer Street, Greenwich Village

Co-op

Studio / 1 Bath


Co-op

1 Bed / 1 Bath


Co-op

1 Bed / 1 Bath


Co-op

1 Bed / 1 Bath


Co-op

1 Bed / 1 Bath


Co-op

1 Bed / 1 Bath

28 10th Street, Greenwich Village

Condo

2 Bed / 2 Bath

77 Bleecker Street, Greenwich Village

Co-op

1 Bed / 1 Bath


Co-op

1 Bed / 1 Bath


Co-op

2 Bed / 1 Bath


citihabitats.com

Get To Know Us

THE JOHNNY LAL TEAM’S RECENTLY SOLD PROPERTIES

Co-op

1 Bed / 1 Bath


Co-op

1 Bed / 1 Bath

425 Fifth Avenue, Midtown East

Condo

1 Bed / 2 Bath

210 Lafayette Street, Little Italy

Apartment

2 Bed / 2 Bath

505 Greenwich Street, SoHo/TriBeCa

Condo

1 Bed / 1.5 Bath

400 East 90th Street, Upper East Side

Condo

2 Bed / 2 Bath

450 East 83rd Street, Upper East Side

Condo

2 Bed / 2.5 Bath

450 East 83rd Street, Upper East Side

Condo

2 Bed / 2 Bath

520 East 72nd Street, Upper East Side

Co-op

1 Bed / 1 Bath

146 West 57th Street, Upper West Side

Condo

2 Bed / 2.5 Bath

74 West 82nd Street, Upper West Side

Co-op

Studio / 1 Bath

215 East 24th Street, Gramercy

Co-op

1 Bed/1 Bath

250 West Street, Tribeca

Condo

4 Bed/5 Bath

377 West 11th Street , West Village

Co-op

4 Bed/2 Bath

93 Worth Street, Tribeca

Condo

3 Bed/4 Bath


Condo

2 Bed/2 Bath


Condo

1 Bed/1 Bath


Condo

Studio/1 Bath


Condo

Studio/1 Bath

280 Park Avenue South, Gramercy

Condo

2 Bed/2 Bath


Co-op

2 Bed/2 Bath


Co-op

1 Bed/ 1 Bath

15 William Street, Financial District

Condo

2 Bed/ 1 Bath


Co-op

2 Bed/ 1 Bath

147 89th Street, Brooklyn

Multi-Family House

4 Bed/3 Bath


citihabitats.com

FEATURED CURRENT EXCLUSIVE LISTING

497 Greenwich Street
Penthouse • $12,995,000
bedroom: Loft
bath: 3
sq.ft.:
3,600 (aprx/int)

1,646 (aprx/ext)
type: Condo
maint/cc: $4,952/month
taxes: $6,720/month
financing:
90% allowed
features: Terrace
Balcony
Washer/Dryer

Fireplace (wood)
amenities: Doorman
Elevator

Pets Allowed

Health Club

Outdoor Space

As seen in:

NEW LISTINGS

Johnny Lal and Rosalie Alario at Citi

Habitats have just listed penthouse A at 497
Greenwich Street for #12.995 Million. The
pair call it a “one-of-a-kind” with 3,500 s/f
of living space that includes an open living
area with a gas fireplace, separate dining
alcove and a home theater. Perched atop
the Winka Dubbeldam-designed building,
the penthouse looks out over the Hudson
Rive, Downtown Manhattan and the Statue
of Liberty. There is wine storage, a built-in
bar and high-end finishes throughout. Step
outside the main living space and enjoy
panoramic sunsets from the western facing
terrace that spans the entire width of the
apartment. A private roof top terrace offers
another outdoor retreat.


citihabitats.com

CITI HABITATS
Press Coverage
As seen in:

New Listings
Published: December 11, 2013

Johnny Lal and Rosalie Alario at Citi Habitats
have just listed penthouse A at 497 Greenwich
Street for $12.995 million. The pair call it a
“one-of-a-kind” with 3,500 s/f of living space
that includes an open living room with a gas
fireplace, separate dining alcove and a home
theater. Perched atop the Winka Dubbeldamdesigned building, the penthouse looks out
over the Hudson River, Downtown Manhattan
and the Statue of Liberty. There is wine
storage, a built-in bar, and high-end finishes
throughout. Step outside the main living space
and enjoy panoramic sunsets from the western
facing terrace that spans the entire width of
the apartment. A private roof top terrace offers
another outdoor retreat.

As seen in:

Residential Sales
Around the Region
Published: September 29, 2013

$900,000 or More
TriBeCa.....$8.2 million
250 West Street (Hubert St.)
4,105 sq ft prewar loft condo; river view, dining
area, quartz counters, commercial grade
appliances, media room, den, 2 exposures;
common charge $2,610; taxes $53,004; listed
at $8.7 million. Brokers: Halstead Property; Citi
Habitats.


As seen in:

Done Deals
Published: June 20, 2012

SoHo
210 Lafayette Street, 6tA
$1,925,000
Two bedroom 2-bath condo with high ceilings
and open eastern views to the Williamsburg
Bridge. Fully equipped open kitchen with Carrara
marble countertops, SubZero, Viking and Miele
appliances. Master bath has separate shower and
tub. Washer/dryer. Amenities include doorman with
on-site resident manager and gym. Asking price:
$1,995,000. CC: $1,934 per month. Days on the
Market: 25 weeks. Agents: Daniela Sassoun,
Corcoran; Johnny Lal, Citi Habitats.

citihabitats.com

CITI HABITATS
Press Coverage
As seen in:

Residential Deals - 250 West Street
By: EVAN BLEIER
Published: October 1, 2013
Tribeca
$8.2 million
250 West Street, Apt. 7A
Four-bedroom, four-and-a-half bath,
4,105-square-foot unit in a new condo
conversion; apartment has rain shower,
deep-soaking tub, central air conditioning,
laundry room and storage space; building
has a 24-hour doorman, fitness center,
pool, children’s playroom and rooftop
garden; common charges $2,610 per
month; taxes $4,417 per month; asking
price $8.75 million; seven weeks on the
market. (Brokers: Richard Orenstein,
Halstead Property; Johnny Lal, Citi
Habitats)
“My clients were a couple with a child and
two small dogs, and they had very specific
requirements as to what they wanted in a
home. They had been renting in Tribeca


and really wanted to stay
in the neighborhood. They
needed a four-bedroom
property with views, and
that isn’t always so easy
to find. I worked with them
for three years before we
found this property. The
place was a resale, but it
was brand new because
the person who bought it
initially from the sponsor
never moved in. My clients
were really impressed
with the views, which
added a ‘wow’ factor that
was missing in many of
the other apartments we
toured. They also really
appreciated the high
ceilings. The negotiations were intense.
The initial list price was $8.75 million, and
my clients’ initial offer was $7.75 million.
It took about 10 days of back and forth
to reach the agreed-upon closing price.

My clients did not want to spend above
$7.5 million, and it took showing them
the property four times before they were
convinced it was a good value at $8.2
million. It was an all-cash deal.”

citihabitats.com

CITI HABITATS
Press Coverage
As seen in the:

The Workaholic

Mohan “Johnny” Lal

“What motivated me every day is when
I see the happiness on my client’s face
when I find them the perfect home at the
perfect price...”
Published: September 1, 2013
Citi Habitats’ Johnny Lal has reached new
heights in his career through the power of
hard work and dedication.
Citi Habtats’ Mohan “Johnny” Lal is the
embodiment of the American Dream. His
story illustrates what can be done through
hard work, perseverance, and a positive
outlook on life. Johnny has been a member
of the Citi Habitats team since 1996, and
consistently ranks among the firm’s top
producing agents. Well-versed in both the
city’s rental and sales markets, Johnny’s
number one objective is ensuring that
his clients have found the home of their
dreams.”
He explained, “What motivated me every
day is when I see the happiness on my
client’s face when I find them the perfect
home at the perfect price. Buying or renting
a home is a very important and expensive
decision, and I am truly honored to be a part
of such a big milestone in their lives,”
Lal also understands that real estate is
all about relationships. While he works
all over the city, his primary focus is on
neighborhoods south of 34th Street. Having
worked for nearly two decades in these
downtown neighborhoods, Johnny has
developed strong relationships with many
of the area’s most prominent landlords and
property managers. His clients are able to
benefit from this insider’s knowledge about
some of hte most competitive local real
estate markets in New York.


Lal was born in Kartarpur, Punjab, India.
The son of a furniture merchant, he was
raised in an entrepreneurial family, and
understood from an early age the value of
hard work. One of his happiest childhood
memories is when he sold his first piece
of furniture at his father’s shop at age 11.
Growing up, his mother served as his role
model.
“I will always admire my mother because
throughout her life she has faced many
hardships. She overcame them while still
wearing a smile, and trying her best not to
burden others. She will always do the right
thing, regardless of what the consequences
are to her,” Lal explained.
In 1985, when he was 18, he came to New
York with his uncle. Originally, his plan was
to take a real estate course at NYU and
then return to India and work in that industry
in some capacity. However, when Lal saw
the great opportunities available in New
York, he decided he would do whatever it
took to stay. Lal’s first job in the city was at a
delicatessen in Greenwich Village. This deli
happened to be located right next to a real
estate brokerage.
“Many of the agents were frequent
customers of the deli where I worked,” he
recalled. “They always seemed happy
and gave me big tips! That’s what first
sparked the idea in my mind that pursuing
a career as a real estate agent might be a
good choice for me. I thought back to my
childhood in India and how much I enjoyed
helping my father sell his furniture. I thought

I could use some of those skills, on a larger
scale, now as an adult.”
Lal’s instincts proved correct, as he became
a top-performing agent immediately upon
embarking on his real estate career. In his
first year in the business, Johnny grossed
well over a quarter million dollars by renting
and selling apartments. The work ethic he
learned as a child has proven invaluable
over the years. The secret to his success is
simple hard work, a focus on client service,
and dedication to learning the intricacies of
both the downtown Manhattan real estate
market – and the city’s as a whole.
Most recently, Johnny helped a family find
their dream home, a $8.2 million dollar loft
in TriBeCa. As a testament to his ability
to build lasting relationships, these clients
first rented a home from Johnny, and then
returned when it was time to buy. The
clients had very particular requirements,
among them spectacular views and a home
with four bedrooms, requirements that aren’t
always easy to find. In fact, the search
process took nearly three years, but recently
the family moved into their new home, a
4,105 square foot, four bedoom condo in
the heart of TriBeCa.
Lal’s career continues to grow, and
he has no plans to shut down. When
asked his thoughts about his career, he
responds, “When I retire, I would like to be
remembered as a workaholic that made
10,000 people happy in my life. I had
nothing 25 years ago, but thanks to my real
estate career now I have almost everything.”

citihabitats.com

Testimonials

CITI HABITATS

To Whom It May Concern:
Both my wife and I have lived in New York City for over ten years. We have rented all over Manhattan and dealt
with countless brokers from virtually every agency. Johnny is, by far, the best broker we have met.
His knowledge of the New York rental market—especially downtown (below 34th Street)--is unsurpassed. We soon
came to realize there isn’t one building or landlord Johnny doesn’t know.
We are writing this reference not only for Johnny’s expertise and contacts, however--though they are indeed eye
opening. We also write to highlight Johnny’s unparalleled work ethic. He is relentless and tireless, showing us close to
twenty five apartments over 3 weeks. We finally found our apartment in the West Village only after Johnny drove an
hour and half into the city from Long Island on his day off (during a torrential rain storm) just to show it to us.
Unlike some other brokers who dripped with sleaze, Johnny didn’t “push” or “sell” us every time he showed us an
apartment. Unlike some other brokers, he didn’t waste our time showing us apartments which didn’t conform
to our specifications like walk-ups when we requested an elevator or kitchens from the 1960’s when we said we
wanted renovated. And finally, unlike some other brokers, he was always pleasant and always respectful, despite
hard to please demanding lawyer clients like us who no doubt asked too many questions.
Johnny was, ultimately, the perfect broker for us—tireless, knowledgeable, well connected, and honest.
We are proud to recommend him.
Sincerely,
Vinit Bharara, Esq. and Veenu Narang, Esq.

To Whom It May Concern:
I just wanted to tell you how happy I was with having Johnny Lal as my realtor. I listed my apartment at 25 West
13th Street, Apt 4BN with Johnny back in September and he did an excellent assessment of the property and
estimated worth and immediately began showing the apartment and working very hard with having several open
houses. I had listed to buy or rent and within a week I had an offer to rent at full asking price which was amazing
and shortly after an offer for purchase at a lower price. . Being new on the market I decided to hold off and Johnny
had another offer come in. The final offer for purchase in November was a very fair price and I was thrilled with
how smoothly everything went.
Johnny has excellent follow-up skills and was always available and in constant contact with me as a client which
was re-assuring. I would highly recommend Johnny to any of my friends or associates looking for a hardworking,
smart and detail orientated realtor. You have a gem at Citi Habitats and let me know any questions. You have my
approval to use this on your website or any testimonial pieces you need.
Regards,
Brian Price


citihabitats.com

Your Property

Details: 123Washington St, 53H
Price: 1,495,000
1 Bedrooms
1 Bathrooms
3 Rooms
606 SF+/Condo
Common Charges: $890
Monthly Taxes: $60

Features:
High Floor
Top-of-the Line Finishes
Breathtaking City & River Views
24 Hour Doorman
State-of-the-Art Gym
Cinema
Concierge
Roofdeck

Comparable Properties Summary

Address

Apt
No.

Date
Closed

Price

15 William St

36F

9/13/2013

$1,145,000

$1,198

3

1

1

812

$1,410

200 Chambers St 15F 11/30/2013

$1,435,000

$1,116

3

1

1

754

$1,903

88 Greenwich St 1610 1/24/13 csgn $1,195,000

$1,678

3

1

1

800

$1,493

$1,297

3

1

1

747

$1,826

123 Washington St 35F 11/20/2013

Avg. Price:

$1,284,864

Avg. Monthly Mt/CC: $1,322
Average Sq. Ft:

778

Average PPSF:

$1,658

$1,364,455

Monthly
Rms Bed Bath Sq. Ft.
CC/Tax

PPSF

Sold Comparable Properties
15 William Street, 36F
Asking Price: $1,200,000
Sold Price: $1,145,000
Status (Days on Market): 45
Maintenance: $669
RE Taxes: $529
Rooms/Beds/Baths: 3/1/1
Square Footage : 812
Ownership: Condo
Condition: New

200 Chambers Street, 15F
Contract Price: $1,435,000
Status (Days On Market): 30
Maintenance: $706
RE Taxes: $410
Ownership: Condo
Condition: Excellent

88 Greenwich Street, 1610
Contract Price: $1,995,000
Maintenance: $950
RE Taxes: $728
Ownership: Condo

Citi Habitats is a licensed real estate broker. Owned and operated by NRT LLC. All material herein is intended for information purposes only and has been compiled from sources
deemed reliable. Though information is believed to be correct, it is presented subject to errors, omissions, changes or withdrawal without notice.

Active Comparable Properties
123 Washington St, 47H
Original Price: $1,475,000
Maintenance: $890
RE Taxes: $60
Square Footage (PPSF): 606 ($2,433)
Ownership: Condo
Condition: New
Special Features: High Floor, Top of the Line
Finishes, Full Service Building

Maintenance: $892
RE Taxes: $63
Ownership: Condo
Condition: Mint
Special Features: Spectacular views of the City

Maintenance: $892
RE Taxes: $63
Ownership: Condo
Special Features: Doorman, Full Service Building,
Great Views
Citi Habitats is a licensed real estate broker. Owned and operated by NRT LLC. All material herein is intended for information purposes only and has been compiled from sources
deemed reliable. Though information is believed to be correct, it is presented subject to errors, omissions, changes or withdrawal without notice.

Exclusive Marketing Plan

CITI HABITATS

•
•
•
•
•

Custom Show Sheet
Professional Photography
Professional Floor plan
Window Display in Citi Habitats office storefront
Mailing Campaign – will be sent to the building and neighboring building in
first week to generate buyer interest

Online
Exposure

•
•
•
•
•
•

CITI HABITATS Website, featured in front page rotation
NYTimes.com
StreetEasy Featured Listing
WSJ.com
Trulia, Street Easy, Zillow
Facebook, Curbed, Yahoo, Google, Craigslist

Showings

• Private Showings
• Public Open Houses
• Catered Broker Open Houses

Marketing
Materials

Marketing
& PR

• NY Times print ads
• Email flyer to entire Brokerage Community on multiple occasions
• Consistently get placement in NY Post and NY Times, NY Magazine (as well
as online slideshow), NY Metro, Broker’s Weekly, etc. through PR Dept.
• Placement in the next full page ad that we take in any publication. (We have
recently advertised in: NY Times, NY Times Homes, Wall Street Journal,
Avenue)

Reports

• Provide weekly reports tracking visits and buyer / broker feedback
• Provide up to date comps in the area as well as a report on website traffic/hits


citihabitats.com

CITI HABITATS

Sample Strategic Marketing for an Exclusive Listing

As seen in
YOUR NEW WAY HOME.

SM

As seen in

123 Washington, 52/53/54B

$10,575,000

Financial District. Standing as a backdrop to one of the nation’s most traveled, talked about, and epic locales, The W NEW YORK DOWNTOWN Hotel
and Residences now presents you a front row seat to New York’s most vibrant neighborhood and cultural quarters. Ownership in The Residences equates to
a highest standard of living with privileged insider access. 52/53/54B is a rousing offering. Imagined as a gorgeous 3 floor penthouse triplex; an exceptional
showpiece residence that is past comparison. An intimate yet wide open corner wing that has all of the requirements to become a superb modernist home
comprised of over 3,500 square feet on three levels replete with wow factors at every turn and starring.
WEB ID: 759828 | Stefania Cardinali 516.443.0171

As seen in the
Sales + Rentals. Knowledge + Guidance.
15 Charles Street, 18A

$1,499,000

West Village. Downtown living does not get much better than this with
panoramic north, west and south views from a huge private terrace. Watch
the ships on the Hudson, marvel at the sunset, or appreciate the views of
downtown and the Freedom Tower. This one bedroom apartment in a full
service condo, with doorman, rarely becomes available.
WEB ID: 143199 | Elaine Mayers 917.319.7828

250 Mercer Street, B1202

$1,310,000

Greenwich Village. Paradise for loft lovers looking for style and comfort.
Open two bedroom, one bath home features 11-13’ ceilings, hardwood floors
and large windows that let in a copious amount of natural light. Spacious
layout also includes a home office and oversized storage room. Full-service
co-op with common roof deck and courtyard.
WEB ID: 744098 | Johnny Lal 646.209.2029

view more sales & rentals at citihabitats.com
Equal Housing Opportunity. Citi Habitats is a licensed real estate broker. Owned and operated by NRT LLC. All square footage is approximate.

250 Park Avenue South, 11th Floor, New York, NY 10003

Midtown East
$1,350,000
200 East 57th Street, 3L. Contemporary 2 BR/2 BA
co-op. Extra large living room, separate dining, 7 walk-in
closets, recessed lighting. Renovated windowed kitchen
with breakfast bar. In-unit W/D.
WEB ID: 840121 | Brian Morgan 646.872.9700

Sutton Place
$989,000
420 East 58th Street, 12A. Triple mint 1 BR/1.5 BA condo
with private balcony, triple exposures and sweeping NYC
views. New mahogany hardwood floors, windowed chef ’s
kitchen, and personal storage unit.
WEB ID: 711914 | Les Meyers 917.375.1640

Prospect Heights
$820,000
295 Saint Johns Place, 4D. Turn-key prewar 2 BR/2BA
co-op. Formal dining room, 10’ windows, chef ’s kitchen, 2
storage units in basement, in-unit W/D. Live-in super.
WEB ID: 488208 | Tavia Trepte 646.450.5790
Anastasia Konecky 646.820.1843

Murray Hill
$775,000
244 Madison Avenue, 16H. Corner 950 sf 2 BR/1 BA
with amazing city views. High ceilings, renovated bath,
California Closets. Full-service co-op. Pied-a-terres, copurchasing and guarantors OK.
WEB ID: 187208 | Amy Axelrod 201.638.9575

Flatiron
$1,350,000
7 East 14th Street, PHB. Stunning 1 BR/1 BA co-op with
50 foot wrap terrace. Open gourmet kitchen, oversized
living room, marble bath with steam shower.
WEB ID: 213723 | Ann Morreel 917.459.1572
Satish Thakersey 917.699.0035

Financial District
$799,999
20 Pine Street, 2113. Amazing 818 sf alcove loft. Armani
Casa condo features high ceilings, gourmet kitchen, ebonystained wood floors, spa-like bath. Best amenities in NYC.
WEB ID: 508759 | Steve Halpern 917.586.7421
Michael King 973.632.7274

Long Island City
$895,000
27-28 Thomson Avenue, 241. Expansive 1,237 sf 1 BR/2 BA
loft and home office. Great natural light with 15’ ceilings and
wall of windows. Modern open kitchen, spa baths, walk-in
closets. Full-service condo with best amenities.
WEB ID: 820898 | Nathaniel Faust 917.774.1473

Williamsburg
$7,000/mo
85 North 3rd Street. Unique 3 BR/2 BA loft with exposed
brick, wooden beams, 12’ ceilings, updated kitchen, in-unit
W/D, great closet and storage space. Mill Building offers
24-hour service and in-house parking.
WEB ID: 208014 | Stefania Cardinali 516.443.0171

Flatiron
$8,000/mo
4 West 21st Street. Rarely available 2 BR/2 BA. Open
layout, dark hard wood floors, central A/C, floor-to-ceiling
windows, chef ’s kitchen, abundant closets. Modern fullservice building with landscaped roof deck.
WEB ID: 951804 | Morgan Turkewitz 516.314.6309



view more sales & rentals at citihabitats.com

citihabitats.com


CITI HABITATS

Custom eBlast

JOHNNY LAL
C: 646.209.2029
O: 212.685.7777
F: 212.614.8501


citihabitats.com


CITI HABITATS

Professional Brochure

436 East 66th Street, 3E

436 East 66th Street, 3E
Upper East Side
web id:
size:
common charges:
square feet:

994246
1bR / 1bA
$625/month
698 (approx)

Big space, small price tag. Situated two
flights up in an intimate Upper East Side
townhouse, this floor-thru one bedroom
home is flooded with light from northern
and southern exposures. Charming pre-war
details include high ceilings, hardwood
floors and a renovated decorative stone
veneer wall. Spacious living room opens
to a separate dining area. The kitchen
is outfitted with a breakfast bar, cherry
cabinets, and granite counters. An arched
doorway leads to the queen-sized bedroom
with decorative fireplace and the renovated
bathroom is complete with a Jacuzzi tub.
Washer/Dryer also conveniently located
in the apartment. Don’t miss this great
opportunity to own a wonderful Lenox Hill
co-op with very low monthlies.

aSking pricE: $465,000
For further information please contact exclusive agent:

JOHNNY LAL

Brian Morgan
Licensed Associate R. E. Broker
C: 646.209.2029

646.872.9700
O: 212.685.7777
212.689.4900
F: 212.614.8501
bmorgan@citihabitats.com

All material herein is intended for information purposes only and has been compiled from sources deemed reliable. Though information is believed to be correct, it is presented subject to errors, omissions, changes or withdrawal without notice.
Citi Habitats is a licensed real estate broker. Equal Housing Opportunity. Owned and operated by NRT LLC.


citihabitats.com

Thank You
Building lasting relationships is the cornerstone of
our business. Our knowledge and dedication is geared
toward obtaining results. Allow us to put our expertise
to work to help you achieve your real estate needs.

YOUR NEW WAY HOME.

SM

123 Washington Listing Presentation

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